In the run-up to the 2026 European Athletics Championships in Birmingham, SPAR UK licence partner A.F. Blakemore has launched the ‘Everyday Champions’ community campaign with Olympic Champion Colin Jackson to recognise individuals who make a positive difference in their communities across Central and Southeast England and Wales.

The campaign invites the public to nominate individuals whose kindness, generosity, and commitment support others go above and beyond in the local community, with five winners receiving VIP attendance at the Championships.

The campaign also marks 30 years of partnership between SPAR and European Athletics, celebrating the values shared by sporting and community champions: dedication, resilience, perseverance and inspiring others.

At a time when many people feel a growing loss of togetherness, SPAR UK shows that community spirit remains alive, powered by everyday people who keep their communities connected.

Kindness keeps communities strong

New research commissioned by SPAR UK reveals that while modern life leaves many people feeling stretched, everyday acts of kindness continue to hold communities together. Despite everyday challenges, including lack of time (59%) and financial pressures (48%), the research shows that community spirit remains strong. In the past year, 64% of Britons have helped someone locally, from giving neighbours urgent lifts (28%) and donating food to people in crisis (27%) to checking in on elderly neighbours (17%) and helping families with childcare (12%).

“When people hear the word ‘champion’, they usually think of medals and podiums. But some of the greatest champions are the people who quietly look after neighbours, volunteer in their communities, coach local sports teams, support families through difficult times and make life better for the people around them. Despite the pressures people are facing, kindness is still thriving. These everyday acts might seem small, but they can completely change someone’s day, or even their life. That’s why I’m proud to help SPAR UK celebrate the people who keep our communities strong,” said Olympic Champion Colin Jackson.

“These findings tell an important story: many people are under enormous pressure, with modern life leaving them with less time, money and capacity to support others as they would like. Yet, despite these challenges, millions of acts of kindness take place in communities across the country every day. At SPAR UK, we see this community spirit in our stores, where colleagues and retailers go above and beyond for customers in the communities we serve. These quiet acts of kindness, connection and care inspired our ‘Everyday Champions’ campaign, our way of recognising the remarkable people who hold our communities together,” said Anna Hay, Marketing and Customer Experience Director, A.F. Blakemore & Son Ltd.

Nominations open for Birmingham 2026 VIP experience

Members of the public can nominate their ‘Everyday Champion’ through participating SPAR stores or online. Five winners will be selected to attend the Birmingham 2026 European Athletics Championships as VIP guests, where Colin Jackson will recognise them in a special celebration.

More than 1,600 athletes from 48 nations will compete at Birmingham 2026 in what marks the first time that the Championships will be staged in the UK, a landmark moment and a rare opportunity for UK fans to witness Europe’s finest athletes in action at Alexander Stadium from 10-16 August.

Source: A.F. Blakemore

Read more about SPAR UK.

About SPAR UK

The United Kingdom became a SPAR member in 1956 when SPAR International granted a licence to utilise the SPAR brand to a group of independent wholesalers. There are five regional organisations in the UK, continually building the brand’s presence. A central office in London provides national marketing and buying services for the group. SPAR in the UK comprises independently owned and licensed retailers as well as company-owned stores.